Expedia: MUM DAD IOU

Destinations that mean more.

Published on Jan 07, 2013

Editor's Pick

The familiar images of baggage tags with airport codes on them are used to wonderful effect in this print campaign for Expedia out of Ogilvy London. Each image corresponds with a specific type of holiday -- a post-grad Europe trip, for example -- and the tags are lined up to create words and sentences that show what exactly that vacation means (MUM, DAD, IOU), or what holidaygoers are trying to get away from (GRY, SKY.)